I feared, therefore, for the world's nerve ends when I heard that Google had launched a site to promote those very glasses.

These were the ones that, I imagined, would create insurance company claims and lawsuits aplenty as people crashed into each other on the street, while being blindly focused on getting their glasses to Google "local restaurants."

Not only is there a certain sophistication of style, it has a remarkably un-Googlie sense of priorities.

For the first thing you read isn't "What Google Glass Does." Instead, it's "How It Feels."

This is a monstrously intelligent, sensitive, and human breakthrough.

The mere idea that Google's first concern is feelings makes me imagine Bill Gates suddenly standing up and declaring that his first concern was "Sesame Street."

It doesn't stop there, though. For the video that tries to explain how Google Glass will feel does an excellent job of making you believe that this clear attempt at mind control won't be nearly as obtrusive as you might have imagined.

Even the "What It Does" part of the site presents what could be feature-led, technobabble in large, involving pictures instead. It really is as if Spock has found himself a girlfriend who works at McDonald's.

Good Lord, these glasses even come in a range of colors. And lo, here's a rumor that Google wants them to look cool with the help of designer Warby Parker.

About the author

Chris Matyszczyk is an award-winning creative director who advises major corporations on content creation and marketing. He brings an irreverent, sarcastic, and sometimes ironic voice to the tech world.
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